SBC Summit Canada 2026 will delve into how operators and affiliates can adapt marketing strategies to meet regulatory demands. The event, taking place at the Metro Toronto Convention Centre, will cover various topics from a national advertising framework to leveraging social media for player acquisition. Key industry figures will engage in discussions on the future of advertising and compliance in Canada's evolving landscape.
On April 16, 2026, SBC Summit Canada announced an upcoming event designed to address the pressing need for operators and affiliates to refine their marketing strategies in light of increasing regulatory scrutiny. Scheduled for May 20 at the Metro Toronto Convention Centre, the Affiliates & Advertising track promises to unite key players from across the country to examine effective and compliant acquisition campaigns.
Sessions will tackle pivotal issues affecting Canada’s marketing landscape, particularly in the context of proposed legislation such as Bill S-211. This bill aims to establish a national framework for advertising in the gaming sector, raising questions about its potential impact on the industry. Participants will also explore innovative methods for affiliates to diversify their acquisition strategies beyond traditional search engines, emphasizing the importance of social media platforms.
As audiences engage with betting brands across a myriad of platforms, understanding these shifts is crucial for businesses aiming to thrive in the Canadian market.
The track will kick off with a panel titled "Passing the Bill: A Misguided Attempt to Reinsert Federal Oversight of Gambling in Canada." This session will delve into the implications of Bill S-211, featuring experts like Amanda Brewer from the Canadian Gaming Association and Sean Bianco, Co-Founder of GainChanger. They will analyze whether proposed measures, such as limiting ad frequency and placement during sports broadcasts, are overly restrictive and what a balanced regulatory framework might look like.
In another session, "Chasing the Trend: Utilizing Social Media for New Players," industry leaders will discuss how affiliates can harness platforms like Instagram, TikTok, and X to engage younger audiences. Speakers, including Matthew Showell of Snap Call and Kevin Kennedy from The Parleh, will outline strategies while addressing the regulatory landscape that governs these channels.
The complexities of Canada’s regulatory environment will be a focal point in the session titled "Brick by Brick: The Construction of a New Affiliate Landscape." This discussion will feature insights from notable figures such as Tyler Amirault, CEO of Hot Take Sports, and Andrew Garven from Bet99. They will share their experiences navigating challenges in the affiliate market and speculate on future developments.
Another important session, "Setting the Standard: Will the Code for Responsible Gaming Bring Success to Canadian Advertising?" will assess the Canadian Gaming Association’s new Code for Responsible Gaming. Experts like Russel Mifsud from KPMG will evaluate how this initiative could enhance advertising standards and transparency while identifying potential pitfalls during its rollout.
The discourse will also cover the ongoing debate around gambling advertising restrictions, especially following recent calls from 40 senators to impose a ban on sports betting advertisements. A panel including Johnny Capo from Betstamps and Max Levy from Bet99 will examine the ramifications of such restrictions on marketing strategies and the industry's future.
Finally, the session "Affiliates in the Spotlight: Navigating Canada’s Regulated iGaming Landscape" will focus on how affiliates can adjust to a market increasingly shaped by licensing and compliance frameworks. This will be complemented by a discussion on how platform restrictions are reshaping gambling advertising, particularly regarding access to audiences through major platforms like Meta and Google.
The Affiliates & Advertising track is just one segment of the broader SBC Summit Canada 2026, taking place from May 19-21. With an expected attendance of around 3,000, the summit will also feature dedicated programs on various topics, including sports betting, iGaming, land-based operations, and player protection.
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